The latest Amazon Brand Registry Process Handbook for 2025 is here!

Dear sellers, the new 2025 Amazon Brand Registry process is here! Xiaobian has carefully polished the new registration guide to help you successfully complete brand registration!

Amazon Brand Registry is more than just creating an account on the system; you need to prepare a lot of materials and documents in the early stages. The detailed content and rhythm suggestions have been fully presented to you. I believe everyone has a clear understanding of the preliminary preparation time. Today, I'm going to take advantage of the heat and give you a detailed introduction to the Amazon brand registration process.

To be eligible for the Amazon Brand Registry (Brand Registry), your brand must meet one of the following conditions:
● Have a valid registered trademark (R mark) in each country/region where you want to register.
● There is a trademark (TM mark) that is applying for registration at an accredited trademark office.
● A pending trademark application was submitted through Amazon IP Accelerator.

Before you begin the Brand Registry, make sure you have the following materials ready:

You can also register through the “Build Your Brand” page in Amazon Seller Central and click on the Brand Registry related button to go to the Amazon Brand Registry website.

If you haven't opened a store yet, we recommend opening a store before applying.

Step 2 Submit your information to complete the Amazon Brand Registry account creation

If you don't have any brands with the Amazon Brand Registry before, you first need to fill in the basic information about your business and then click “Create Account.” For information, please refer to the image below. After submitting the information, complete the creation of an Amazon Brand Registry account

Step 3 Open registration

Start registration: Go to the Amazon Brand Registry backend and click “Register Your Brand”.

Submit brand information: In the form below, provide information such as the brand name, trademark office, registration number, or serial number.

After adding trademark details, the system may ask, “Are you the trademark owner of the brand you are applying for?” Choose the option that best suits your situation. If so, please follow the tips below to select and provide the documents relating to the trademark owner and complete the submission:

trademark owner
1. Upload proof of trademark ownership

Not the trademark owner
1. Authorized by the trademark owner

2. A licensee agreement/contract has been signed with the trademark owner

Provide product information and product images (product images/product packaging pictures)

1. The actual product or package must be a real picture, and the picture cannot be computer-generated. The brand name or brand logo is on the product or package. The brand logo must be a permanent logo, and the brand name cannot be added to the product in the image by post-processing.

2. Take a picture of the product + package, and take a picture of the product/package in a real environment (the brand logo must be displayed on the product or package). Please pay attention to the shooting angle and lighting; complete packaging and brand information must be displayed. Sellers can place the item/package on their hands or table and take pictures.

To improve review efficiency, please pay special attention when submitting images:
● Ensure that the brand name is permanently attached to the product through printing, sewing, laser etching, or engraving. Stickers, tags, tags, or stamps are not considered permanent identification. Please be sure to provide multiple product images that clearly show the brand logo on the product. Exception: Some products, such as furniture, jewelry, toys, wigs, and crafts, may not have a permanent brand logo, in which case the packaging must have a permanent brand name.
● Analogue images, Photoshoped, or digitally modified images are not valid proof of ownership of intellectual property rights. Examples of analog images or images that have been digitally modified include the image being Photoshoped or the brand name/logo being Photoshoped. All product images provided during Brand Registry registration must be authentic, unaltered images of the product or its packaging. Submissions containing modified images will be rejected. If an image has been modified, it may result in additional review or removal from the program.
● Make sure that the product image is clear and that the brand name is exactly the same as the trademark name you are applying for.

Provide business information
Click “Seller” and select “All seller accounts selling the brand you are applying for”;

Providing production and distribution information:
Please answer questions about distribution and licensing information based on the actual situation. If you brand is eligible, we'll use this information to enable proactive protections.

Some sellers may encounter the need to provide more detailed production and distribution information; if so, please follow the instructions below to complete the submission:

Has its own production facilities
1. Upload documents proving that you are a manufacturer:
1.1 Purchasing/Production/Supply Invoices (required)
1.2 Manufacturer qualification - factory certificate or production certificate (optional)

Does not have its own production facilities
1. Upload proof of agreement between your brand and the third party manufacturer:
1.1 Product purchase contracts, etc.
1.2 Purchase invoices, etc.

Registration submission is complete. Please check the application email address or click “Management > Brand Application” to check the filing status. After receiving the notification that the verification code has been sent, please follow the instructions in the email to obtain the verification code and return the verification code promptly.

You can view your previously submitted application records or continue to submit suspended applications by logging in to the Brand Registry backend and clicking “Manage > Brand Applications”.

● If you have successfully registered at least one brand in the Amazon Brand Registry, you can contact the brand support team by logging in to the Brand Registry backend and finding “Contact Us” on the homepage.
● If you have not registered at least one brand, you will need to log in to Amazon Seller Central and contact the Seller Support team to submit an issue.

You can check the status of your registration application through the Amazon Brand Registry portal. If your application for the Amazon Brand Registry (Brand Registry) fails, you will receive an email notification from Amazon. At this point, you can select an appeal and find the appeal link in the following 2 ways.
● You can obtain an appeal path when receiving a brand application rejection reminder and email notification.
● You can view it by logging into the Amazon Brand Registry back office and going to “Manage > Brand Applications”.
Click on your appeal link, log in to the Amazon Brand Registry portal, go to the appeal page, and fill in your brand information and product information. Verify the information and submit an appeal request.
If no additional action is required, the estimated time to resolve the appeal is approximately 9 business days.

When you can access the Brand Registry account, your same account can have one or two of the following three roles, which will determine the account management rights and protection tools that your Brand Registry account has:
● Administrator (Administrator): Has the right to add and remove users, and can assign roles to other users.
● Rights owner (Rights owner): A trademark owner or an employee under the trademark who has the right to report violations. Rights holders have the right to use the “Report a Violation” tool.
● Registered Agent (Registered Agent): A third party authorized by the rights holder who can use the “Report Violation” tool.
If you are an applicant for brand registration, submit a trademark and successfully complete brand registration, your Brand Registry account will automatically become a “rights owner+administrator”. As an administrator, you have account management rights, and can add other users and assign them 1-2 account roles. Only administrators have permission to assign account roles to other users.

The manual breaks down the seller's detailed process at each stage of brand registration. You can jump to the stage you are currently in with one click, so that the registration process can proceed efficiently!

● Brand naming suggestions: help your brand find a naming style that matches local cultural attributes faster!
● Trademark registration advice: A trademark is the core logo of a brand. The manual updates key points in the trademark registration process to provide you with professional guidance.
● Dismantling the appeal process: In the actual operation process, if you encounter infringement issues, you can also check the manual to resolve them!The appeal steps are clearly presented one by one, so you are no longer overwhelmed in the face of complaints and are more emboldened to protect your brand rights and interests.
● Compliance tips: Operating in compliance is critical!Various compliance points such as product description specifications and intellectual property protection have been added to the manual.